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Advertiser groups announce first digital ad practice guidelines

Digital advertising has been given clear direction by the Australian Association of National Advertisers, Interactive Advertising Bureau and Media Federation of Australia, which have united to hand down Australia’s first set of digital working practices.

The Australian Digital Advertising Practices have been designed to support advertisers, agencies, publishers and digital platforms and to create an industry standard across the whole supply chain.

The Australian Digital Advertising Practices are based on five key operating principles;

  1. Champion the consumer experience. A better user experience will not only lift key quality metrics but also overall campaign effectiveness.
  2. Educate to inspire change. Inspire change through best practice education, communication and a clear understanding of the metrics. We cannot force or mandate change.
  3. Shared ownership & responsibility. No one part of the value chain can deliver the goal without the other parts. Shared ownership and shared responsibility are required to solve the issues. All participants in the value chain need to take responsibility for their own knowledge and understanding.
  4.  Every value chain is unique. Each advertiser’s needs are different. The approach to improving the value chain needs to be optimised for each advertiser’s needs and partner arrangements. The advertiser is accountable for their individual value chain.
  5. Fair value for outcomes delivered. Value is created through quality and price. Adopting best practices to deliver better outcomes may cost more.

AANA chief executive John Broome said the practices offered practical guidance for marketers seeking to drive effective and efficient digital ad investments.

“Our collective goal was to create a common language and set of best practices that could be used by all participants throughout the digital ecosystem,” he said.

“AANA, IAB and MFA and our combined membership cover all points in this ecosystem and working together, as opposed to separately, offers us the best prospect of achieving positive change. The approach we are taking means that that the right questions and right discussions can now be had between advertisers and their partners. These will deliver better outcomes for all.”

The team of advertisers, publishers and those working in agencies who developed the guidelines focused on covering five key issues in four pillars.

Mr Broome said the timing of the release was not related to a hot market issue, but rather a joint realisation of the participating members to address a need in the market.

“The IAB, the MFA and myself were having one of our catch-ups, as we do on a regular basis, and we all came to it at the same time – it’s like fate intervened and we said, you know what, we should actually do this together,” he told NewsMediaWorks.

The principles will be examined continually to insure they are reflective of the current media environment.

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